Use LinkedIn Group Statistics for B2B Social Media Success

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LinkedIn added statistics to their groups, and these are visibile to everyone, whether they are a member of the group or not. These are promoted as a way for people to know what the makeup or activity is of a group before joining, but B2B marketers running groups can now track relevant data related to their groups. LinkedIn is focused on visually presenting these statistics rather than making the data available so you will need to manually track your data by entering it into a spreadsheet.

6 Data Points to Track In LinkedIn Group Statistics

Tracking each one of these metrics will give you a clearer picture of your group and will make you a better community manager of the group. They are not definitive measures of success but they can help you refine your messaging to the group and find more of the right kinds of people to join. If your goal with social media is to generate leads, and LinkedIn is part of that, a well-run group with lots of relevant discussions by your target audience can result in an increase in leads.

1. Member Growth
This one is the most obvious, and you have always known how many members are in your group. As you work to expand the reach of your content, it is worth growing relevant members of your group. While groups grow organically, use your other social media profiles to promote and grow your LinkedIn group.

2. Number of Discussions
As the manager of a group, you should start at least one discussion per day. In active groups members also begin their own discussions. Tracking this shows how comfortable other members are within the group. As your group grows and the number of discussions increases, you can add a quality measure to this by viewing what kinds of discussions are started. Is it just a blog post link or is there additional insight added?

3. Number of Comments
This is driven by the number of discussions and the quality of them. Make sure your discussions are generating comments by asking engaging questions and even sharing discussions with certain members of the group. These can also be broken down by discussion and added the quality measure mentioned above.

4. Percent of Senior Titles
These next three statistics are harder to track because they are percentages, and LinkedIn doesn’t provide the underlying numbers. If your group is large, these percentages don’t change much. Track this to better understand the group, rather than trying to increase the number of senior members. Knowing where someone is in the decision making process can be more important than having all decision makers. A group of recommenders can take the time to understand where your product or service fits into the larger picture of the organization and how it compares to your competitors.

5. Percent of Functions
Tracking this and how it changes can show you if your group is attracting the right people. If the make-up of your group doesn’t match your target audience, change the content and focus of the group and consider a LinkedIn advertising campaign promoting the group to the correct individuals.

6. Percent in Top Locations
It is good to understand where your group members are located because you can connect this to regional events or a regional focus of your business. This may not change much, but by tracking it on a regular basis it will remind you address the regional nature of your group.

Do you have other takeaways from the LinkedIn statistics? How will you use them to better manage your group?

Comments

What’s the best way to track click-through rates on LinkedIn groups? I’m managing a group and want to know how many people are clicking on the discussions I post, but I’m not sure how to track this. Any suggestions very much appreciated!